Friday, June 11, 2010

Anyone who frequents Twitter (I use it to aggregate content more than anything else) has surely noticed that it has been "over capacity" several times this week.

Given the move toward social networking and away from "traditional" forms of marketing like e-mail or, for the truly daring, direct mail, I found it interesting that the Flavor of the Day, Twitter, has been clogged by too many users all week.

Would it make more sense to spend some of that intellectual capital on an under-utilized marketing channel like direct mail (the U.S. Postal Service is considering going to five days a week due to people not sending this via "snail mail")? Well, if the channels that everyone is using become overpopulated, your message is never getting out to your target audience, so why not use what's available?

Too expensive, you say? There's a concept called "target marketing" which is fuzzy to many of you seeking the widest possible audience to promote your services that you should remember when deciding to enter (or re-enter) the direct mail world.

Create your message, target your audience, and send it via the U.S. Post Office. At least you won't have to worry about it being "over capacity" and the message not getting through!